Study Guide

Objective

You are able to:?
consider the nature and scope of business markets?
consider the influences that impact on organisational buying behavior?
recognie the importance of relationships in B2B marketing and create different supplier relationships strategies and portfolios?
evaluate usefulness of marketing mix approaches to business markets?
examine the impact IT and associated systems have on the way organisations buy products and services?

Content

What are the fundamental characteristics of B2B markets?

What are the key differences and similarities associated with both organisational and consumer buying behavior?

How to create value for organisational customers and maintain inter-organisational relationships?

How we can maximise Customer Life-Time Value (CLV) throughout the customer life cycle?

What roles Business Information Systems (BIS) and related technologies have on B2B marketing?

Teaching methods

Scheduled track:
At the end of the study unit, you are able to:
• Consider the nature and scope of business markets
• Consider the influences that impact on organizational buying behavior
• Recognize the importance of relationships in B2B marketing and create different supplier relationships strategies and portfolios
• Evaluate usefulness of marketing mix approaches to business markets
• Examine the impact IT and associated systems have on the way organizations buy products and services

Assessment methods and criteria

You can
a) Differentiate the nature of markets, goods and services exchanged and actors involved in B2B marketing as compared to B2C markets
b) Recognize different steps in the organizational buying process, the composition of the buying center and various external and internal influences in evaluating different types of buying situations organizations face
c) Recognize the nature and characteristics of partnerships and alliances with suppliers and other stakeholders and identify trust and commitment as key elements of business relationships
d) Clearly understands the importance of CLV thinking in managing relationships
e) Apply various tools of the marketing mix tailored to B2B sector
f) Find examples where IT has been used to help develop organizational buyer behavior

Qualifications

Supply chain management